JMP 12 Online Documentation (English)
Discovering JMP
Using JMP
Basic Analysis
Essential Graphing
Profilers
Design of Experiments Guide
Fitting Linear Models
Specialized Models
Multivariate Methods
Quality and Process Methods
Reliability and Survival Methods
Consumer Research
Scripting Guide
JSL Syntax Reference
JMP iPad Help
JMP Interactive HTML
Capabilities Index
JMP 13.2 Online Documentation
Design of Experiments Guide
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Discrete Choice Designs
• Create a Choice Design with No Prior Information
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Create a Choice Design with No Prior Information
In this example, a coffee shop is interested in making an ideal cup of coffee to satisfy the majority of its customers. The coffee shop can vary each cup of coffee by grind size, temperature, brewing time, and the amount of coffee grinds used (charge). They want to know which factors affect their customers’ preferences. Where should they set each factor to make an ideal cup of coffee?
We can design a simple experiment where we systematically vary each factor for different combinations and ask people which they prefer.
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Grind size (medium or coarse)
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Temperature (195°, 200°, 205°)
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Brewing time (3 minutes, 3.5 minutes, or 4 minutes)
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Charge (1.6 grams/ounce, 2 grams/ounce, or 2.4 grams/ounce)
Every participant could sample every possible combination of cups of coffee, but this would not be efficient or economical. Instead, each participant can indicate his or her preference in several choice sets. In the simplest design, each choice set would have only two cups of coffee to choose between. Analysis of the preferences of multiple respondents can be used to draw conclusions about how to make a cup of coffee that pleases most customers.
In this coffee experiment, four respondents choose their preference between three sets of two cups of coffee each. This is repeated seven times for a total of 21 responses per respondent. The goal is to give the coffee shop the most important information for the least time and expense. Thus, each respondent tastes cups of coffee that are the best representations of the factors at hand.